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Motors.co.uk announces latest prime time ITV campaign as headline sponsor of Ant & Dec's Limitless Win

  • New Saturday night show from Britain's favourite TV duo debuts in the New Year
  • Part of Motors.co.uk's ongoing Search Less, Live More brand campaign 
  • Follows sponsorship of ITV's Paul O'Grady's Saturday Night Line-Up in September

Motors.co.uk is sponsoring Ant & Dec's Limitless Win, Britain's favourite TV duo's brand-new Saturday night gameshow on ITV.

The primetime show debuts in the New Year and runs for five one-hour long episodes across ITV and ITV Hub.

The ground-breaking new format features a limitless jackpot and a money ladder that never...ever...ends. Every question is an opportunity to climb the endless money ladder and reach the big money, but only a correct answer banks the cash. Push their luck too far and they'll crash out of the game and lose it all. Packed with drama, jeopardy, and real emotion, it's quite literally the biggest prize ever conceived.

The sponsorship is part of Motors.co.uk's ongoing Search Less, Live More brand campaign and follows its headline sponsorship of ITV's Paul O'Grady's Saturday Night Line-Up on ITV during the summer, plus the forthcoming Christmas special.

"We're delighted to be the headline sponsor of Ant & Dec's Limitless Win to once again present the Motors.co.uk brand to millions of primetime television viewers on what is set to be a truly groundbreaking family show," said Dermot Kelleher, head of marketing and research at eBay Motors Group.

"We believe the combination of Ant & Dec's Limitless Win's audience reach and premium positioning on peak Saturday evenings will combine to accelerate consumer awareness and consideration of Motors.co.uk as a place for car buyers to find the car that's right for them," he said.

"As the proud sponsors of Paul O'Grady's Saturday Night Line-Up, Motors.co.uk has already seen encouraging uplifts in brand health metrics, with the show contributing to a significant increase in brand preference, with buyers saying that Motors.co.uk is a destination they consider for 'easy' and 'quick' car search.

"Our investment in television advertising underlines our long-term commitment to our dealer partners by putting their stock in front of even more potential used car buyers," said Kelleher.